Open AccessSocial Influence and Individual Financial Behavior for Digital Banking: A Causal Study
Author(s) -
Tarika Singh Sikarwar
Publication year - 2019
Publication title -
international journal of accounting and financial reporting
Language(s) - English
Resource type - Journals
ISSN - 2162-3082
DOI - 10.5296/ijafr.v9i4.15905
Subject(s) - marketing buzz , context (archaeology) , affect (linguistics) , business , association (psychology) , financial services , psychology , marketing , finance , advertising , psychotherapist , biology , paleontology , communication
Digital banking is a buzz word these days. There are many factors responsible for the adoption and usage of digital banking. The study is being done to known the factors of social influence, financial behaviour. The study had been done to check the causal association between these study variables in context of digital banking. The results showed presence of association between “social influence” and individual “financial behaviour” for digital banking where in “values” and belief are having mediating role. The “Values” and belief of the individual are influenced by the society in which individual lives and in turn they affect the “financial behaviour” of an individual. The outcomes of the study will aid the to know the role of “Social Influence” via “values” and belief on individual financial behavior specifically related to digital banking platforms or transactions.